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  • Influence of explainer videos in marketing communication for tourism and health services [Elektronski vir]
    Sedej, Tanja, 1978- ; Mlaker Kač, Sonja
    Digital marketing has been gaining more attention in last years. Several researchers have shown that it is a very powerful tool in the field of storytelling. In the last decade tourism has changed ... from typical destination marketing to approaches that often use storytelling, augmented reality, the sharing economy, all-year tourism, etc. Most of these tourism offers can be best promoted via digital media. Especially when it comes to the younger generation, social and digital media are crucial for success. Our research focuses on explainer videos and their importance in marketing for the tourism sector aimed at young people. Our research was conducted with a group of Slovenian students. The results show that explainer videos have great potential in field of destination marketing, event promotion (such as for sport and cultural events) and services (such as sharing-economy systems and health services) among the student population. Our research has also shown the content and animation/images used in explainer videos are the most important elements in attracting and holding the attention of younger generation.
    Source: Contemporary issues in tourism [Elektronski vir] (2022, Str. 243-256)
    Type of material - e-article
    Publish date - 2022
    Language - english
    COBISS.SI-ID - 127900931

    Link(s):

    https://press.um.si/index.php/ump/catalog/book/722
    Digital Library of the University of Maribor – DLUM

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